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Lifecycle Marketing
Hayabusa Fightwear, Inc.
- Kingston, New Brunswick, Canada
- Kingston, New Brunswick, Canada
About
Hayabusa Fightwear, Inc. embodies the lifestyle of combat sports, deeply understanding the dedication required to achieve excellence. Known for its commitment to innovation, the company combines scientific research, data analysis, and community input to design and produce high-quality combat sports equipment. Focused on raising industry standards, Hayabusa continuously challenges the status quo to enhance product quality and protection. The company takes pride in its mission to improve the tools used by athletes, ensuring peak performance during training and competition days.
Location: Remote with regular travel to Kingston, Ontario (approx 4 days monthly)
Department: Marketing
Reports to: Digital Marketing Director
The Role
We're looking for a data-driven, creatively sharp individual to help fuel growth for a leading direct-to-consumer combat sports brand. You'll own the execution, optimization, and performance of our CRM lifecycle—from acquisition and onboarding flows to campaign blasts, segmentation strategy, and cross-channel integrations that tie email into paid media, SMS, and loyalty programs. If you love combat sports culture, understand the nuances of gear buyers (from first-timers to seasoned BJJ addicts), and can translate insights into powerful lifecycle messaging, you'll fit right in.
The Lifecycle Marketing & CRM Specialist is accountable for:
Lifecycle strategy and automated customer journeys across email, SMS, and CRM platforms
Retention-focused campaign planning aligned with global commerce calendars
Segmentation, personalization, and customer engagement strategy
Performance and optimization of owned communication channels
Growth of first-party customer relationships and repeat revenue
Lifecycle analytics tied to retention, LTV, and engagement
Influences (Through Partnership)
Head of Ecommerce / Commerce Product Lead
Promotional calendar alignment
Product storytelling and launch sequencing
Customer journey continuity between onsite and lifecycle touchpoints
Performance Marketing Director
Acquisition handoff into lifecycle flows
Audience insights that inform segmentation strategies
Retention messaging aligned with growth campaigns
Creative Team
Content direction for lifecycle campaigns
Visual storytelling frameworks that support retention goals
Messaging hierarchy optimized for engagement and conversion
COO / Digital Product Development
Platform enhancements that improve personalization and automation
Data infrastructure supporting lifecycle analytics and segmentation
Does Not Own
To maintain clarity of operating model, this role does not directly own:
Paid media strategy or performance marketing execution
Ecommerce platform UX or onsite conversion ownership
Digital product development timelines or engineering delivery
Creative production or brand strategy
Inventory planning or demand forecasting
How Success is Defined
Lifecycle Marketing succeeds when:
Acquisition traffic converts into repeat customers
Customers engage with Hayabusa beyond a single purchase
Owned channels become a meaningful revenue driver
Messaging feels personal, relevant, and aligned with brand storytelling
This role connects marketing, commerce, and creative into one cohesive customer experience — without replacing the ownership of those functions.
What You Bring
2–4+ years of marketing analytics, email and/or CRM marketing experience, preferably in DTC ecommerce or athletic/apparel brands.
Strong grasp of lifecycle marketing: onboarding, nurture, loyalty, and reactivation.
Demonstrated success using customer segmentation to improve engagement and revenue.
Experience running integrated email + media campaigns that coordinate across paid social, display, or affiliate channels.
Proficiency with Klaviyo, Shopify, Google Analytics, and Python…
Comfort with audience analytics, attribution, and testing methodologies.
Bonus points for: passion for combat sports, comfort working with product drops, or experience in subscription/loyalty programs.
Who You Are
You're equal parts analytical and creative—comfortable in spreadsheets and storyboards.
You think like a customer and love building journeys that feel human, helpful, and energizing.
You thrive in fast-moving environments with new product launches, seasonal pushes, and fans who demand the best gear.
You love experimenting, learning, and continually leveling up retention performance.
Why Join Us
You'll help shape how fighters, grapplers, and everyday athletes experience our brand. From their first welcome email to their fifth pair of gloves, you'll play a direct role in how we inspire, educate, and equip our global community. If you want to build world-class lifecycle marketing in a category defined by passion, dedication, and performance, this is your next step.
Languages
- English
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